Procter Thinking More Channels

My former employer talks products, packaging, supply chain, channel selection and design.  Quite a broad set of considerations for a relatively typical kind of CPG product.  Of course, direct to consumer experiments have been experimented with by Procter and other large CPG's for some time.

E-commerce forces CPG brands to think differently
by George Anderson in Retailwire with expert opinion.

Consumer packaged goods companies have always had to adapt their businesses to meet the needs of retail customers as new and growing channels of distribution (dollar stores, warehouse clubs, etc.) emerge. This is certainly the case over the past 20+ years as brands have been challenged in previously unforeseen ways by the development of digital commerce.

CPG giant Procter & Gamble is a clear case. The brand manufacturer is among the first to dip its toes into the direct-to-consumer space while also working with new customers (Amazon.com) and established ones (Walmart) on a variety of fronts. One example of this is P&G’s Tide Eco-Box, an ultra-concentrated liquid detergent contained in a cardboard box designed to be shipped to consumers’ homes. The detergent is currently listed for sale on Amazon, but not on the Target or Walmart sites.  (more details as to design at the site).... "